Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media Marketing: Don’t Forget the Message
Posted on September 10th 2012
In today's digital age, an increasing number of businesses are utilizing social media marketing services to help bolster their brand’s online presence. However, without an integrated social media marketing strategy that includes online content, the likelihood of success on Facebook, Twitter, Pinterest, and the countless other platforms sprouting up will only get more difficult. Social media marketing alone is not enough to really connect with your target audience. To do so, it requires an extremely important element: a relevant message.
An Integrated Social Media Marketing Strategy
It seems like the Internet has been around forever, but in the realm of technology, it is still somewhat in its infancy. Just like an infant, the Internet is constantly changing and evolving, sometimes daily.
Social media has become both an extension of this - a symbol for it. Thanks to the likes of Facebook and Twitter, the Internet -- and the world of marketing -- has changed in ways that no one could have predicted. It is no longer sufficient for a business to promote with newspapers, magazines, fliers left on car windshields, and television commercials. Rather, businesses must also employ an integrated social media marketing strategy that not only exemplifies their business goals, but speaks to the wants and needs of their target audience.
Creating That Perfect Message
It's all about the message. Each business stands for something. It doesn't matter if you're involved in the world of banking, film production, or underwater basket weaving, you must create that perfect message if you can ever hope to connect with your audience in a meaningful way.
For this "message creation," you have to take a step back and look at the big picture. You need to focus on what you would like your business to achieve and the types of consumers you are trying to reach. Your company's online message is defined by its online content. This content must reflect both your business goals and the demands and desires of your target audience.
Once you’ve crafted online content that accomplishes these two fundamental things, you are ready to construct an integrated social media marketing strategy that will efficiently and exponentially promote your message.
Promotion, Promotion, Promotion
When it comes to promoting your message, social media is an extremely powerful business tool. Before the advent of social media, promotions such as discounts and contests had to be waged on a smaller scale thanks to the logistical and cost limitations of the various offline channels. In those instances where a promotion could extend to a larger audience, the cost could be quite high and the time involved in coordinating and/or producing the message prohibitive.
With an integrated approach to social media marketing, however, promoting your business' message is much easier to accomplish. Social media allows a business to not only reach what might be considered a countless number of potential customers, the time and cost involved in doing is much less. In the past, an organized promotion might take several employees to pull off. Now, a single person or a small group can run a rather involved social marketing promotion to great effect.
The Bottom Line
Without the proper messaging, your social media marketing risks having a context-less, two-dimensional feel to it. By taking an integrated approach to social media marketing that infuses online content relevant to your target audience, you give context and meaning to your message, providing the best return on your social media investment.